Why Online Email Marketing Is A Must For The Digital Consultant


Online Email Marketing

Although some observers are still predicting what has been called the inevitable demise of email, we are more inclined to believe it is still alive and well. An email account is necessary for social networking sites, online banking, and many other vital services. As long as it provides a reliable means of communicating, email (and more specifically online email marketing) will be a viable marketing tool for professionals in many fields, including consultants.

Many online email marketing campaigns are designed to sell a product or service. These campaigns often come attached with offers, coupons, and other elements focused on getting the subscriber to buy something. While the average professional will have to take a different approach, it can still be very effective for supporting consulting needs. Let’s take a look at how online email marketing can benefit the consultant in today’s digital world.

Affordable Marketing

Getting the word out about your consulting business isn’t necessarily cheap. Web hosting bills, search advertising campaigns, print media creation,etc. it all adds up to something significant. Although online email marketing is another expense to add onto the pile, it is an affordable one that pays for itself and then some.

Companies offer solutions in wide price ranges to accommodate consultants with different budgets and needs. You’ll have the tools for creating campaigns, managing your lists, and tracking your success at a cost that is typically based on the number of people you need to reach. With so much competition on the scene, you are sure to find a bang worthy of your buck.

Highly Compatible

These days, consultants must pursue business across multiple channels. This means they must work with multiple tactics and tools. The advantage email offers is the ability to seamlessly blend in with an array of methods. For example, you can mix it with:

  • Social Media – Sharing newsletters and email campaigns with fans.
  • Direct Mail – Converting new subscribers and sharing exclusive content.
  • Mobile – Engaging subscribers with SMS text and email for an integrated messaging experience.
  • CRM Systems – Improved list management, better segmentation, and more detailed reporting.

Online email marketing can fit in with just about whatever you have going on. And while it makes a nice complementary piece, it can also be the workhorse that drives your message for many miles.

Reliable Delivery

Email Marketing

Most consultants understand the importance of building a list of contacts. Unfortunately, not all are in possession of the tools needed to do it right. Conducting business via email can be a tricky endeavour and it’s all because of spam. With so many people being beyond fed up with unsolicited messages, the rules enforced by ISP’s are more strict than ever. What might actually be a legitimate campaign could be shut down due to being mistaken for spam.

Online email marketing provides consultants with a reliable way to communicate. You can roll out an entire campaign, no matter the size of your list, without having to worry whether an ISP will shut things down before even making it out of the gate. As long as your email service provider has a good reputation and you follow the best practices, you can count on consistent delivery.

Valuable Relationships

The ability to build relationships is vital for consultants. It is a skill that can help you secure new clients, repeat business, and recommendations that bring in more business. When it comes to building relationships, email is one of the best tools for the job.

Online email marketing allows you to build relationships by creating valuable experiences for your subscribers. That experience could come in the form of:

  • A free tool kit or white paper for new subscribers
  • Timely updates
  • A weekly/monthly newsletter
  • Great advice
  • An eCourse

A valuable experience can be anything your clients and prospects find useful. Online email marketing gives you the vehicle needed to continually deliver the goods in ways that are only limited by the value of your services.

Last Word On Online Email Marketing

Online Email Marketing

The digital consultant needs all the tools they can juggle to create awareness in today’s highly competitive landscape. Being both cheap and effective, email marketing truly is an indispensable utility. It suits a broad range of purposes, taking a no size too big, no size too small approach to meeting objectives. For the consultant in need of a dependable communication vehicle that doubles as a powerful marketing tool, it appears to be the perfect companion.

Online email marketing is all its worth, but it is not a responsibility to take lightly. Talk to a trusted service provider and start making yourself familiar with the tricks of the trade. You’ll be glad you did.

Do you use online email marketing for your business?  If so, how do you use it and how effective have you found it?  If you don’t use it, why not?  Please let us know by leaving a comment below!

About Aidan Hijleh

Aidan Hijleh is an SEO specialist, marketing expert and blogger for Benchmark Email. An accomplished writer and former non-profit organization liaison, he works with numerous top-tier blogs to deliver valuable intel to the small business owner. You can learn more by following Aidan on Twitter or Google+.

  • Hi Aidan, I don’t have much idea about Digital Consultant, But yeah i must say Email marketing should be on top priority for all type of marketing.
    Great Article.

    • Hi Amit,

      A digital consultant could be described as a blogger, a freelance writer or perhaps an internet marketer. Basically anyone that runs their own business online, which makes you one too! 🙂

  • I don’t see email going anywhere anytime soon. For example, my bank, my gas bill, my Virgin Media TV, my mobile phone bill, my mobile phone account (Google) is all validated with an email address. And all my dealings with them are done online……

    Nice post 🙂

    • I think the post was more focused on email “marketing” rather than email itself. I certainly can’t see email going anywhere in the near future, don’t know what I’d do without it.

      As for email marketing, I don’t think that will go either. Certainly not for us marketers or websites. Having a list of subscribers is too important these days.

  • Clair Trebes

    My iPad is a pain! Been trying 2/3 times to post a comment here ….. Finally!

    Ok so was having a chat with a client the other day about the power of email marketing – yes we have many other avenues to communicate messages both in virtual marketing and also physical – but there is no getting away from it – email is still powerful.

    Sue the spam is annoying but it’s no more annoying than unsolicited junk mail – only in our virtual world there are spam detectors working for us (sometimes against us!)

    A well educated marketing campaign is priceless – intact businesses like groupon have based their entire sales pitch around it.

    This is a great post Matt! The quality your guest bloggers bring to your blog is brilliant.


    • Hi Clair,

      Email marketing is unique in the fact that it works one-on-one. Someone actively subscribes to receive your newsletter/promotion/emails, to which they open and read themselves. That is a lot more powerful than something that is loosely aimed at them, such as an advert.

      As for SPAM, that “shouldn’t” be a problem because people will only get your emails if they sign up to it and they are free to unsubscribe when ever they want. Unfortunately email marketing gets a bad name due to a small handful of people that send out their emails to anyone and everyone, whether they have subscribed or not.

      Thanks for the comment Clair. Aidan did a great job writing this post for us. 🙂

  • Matt: I completely agree. I started writing a newsletter focused on the Canadian startup scene last June, and it’s probably been my most effective marketing tool.

    • Hi Mark,

      Email marketing can be a GREAT tool for many marketers. I set up my own list when I first started this site and it is definitely been worth it. Not only is it brilliant for letting my subscribers know what is going on with the site and any promotions that you may be running, but it is great at encouraging them to keep revisiting the site.